INDUSTRY INSIGHTS YOUR PEERS ARE READING
June’s Box of the Month is positioning. Then you can create internal positioning documents for developing external messages that focus on each key buyer or persona. We’ll discuss the differences between branding and positioning , ways to strengthen positioning using product message maps , and why positioning should be done before gaining executive approval for a product or feature. MORE
When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? There is often a debate about what positioning is, and what it is not. Confusing matters further, there are two proper usages of “positioning:” How your company is situated relative to its competitors; [… If you’re not sure, you’re not alone. MORE
How do You Position Technical Features to Sound Simple? Blog Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine December 2018 is now available. MORE
In this video 280 Group CEO and Founder, Brian Lawley, is joined by Senior Consultant/Trainer, Tom Evans, who is a Product Management and Product Marketing expert.The topic is why good product positioning is so critical for your product and your messaging. MORE
On this week’s episode, host Bob Caporale, President of the product management and product strategy training company Sequent Learning Networks , answers the following question: Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The post Dear Strategy: 049 Positioning Yourself in a Red Ocean appeared first on Dear Strategy Podcast. MORE
Sales, Positioning and the Nobody Zone. Blog Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine November 2018 is now available. MORE
Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The first is the term “Red Ocean” and the second is the term “positioning.” The term “positioning” was made famous by Al Ries and Jack Trout in their co-authored book Positioning: The Battle for Your Mind. The idea behind this concept is that every brand should hold some unique position in the collective minds of its customers. MORE
Product Management Playbook Positioning & Sales EnablementThere are many cases where salespeople are forced into giving presentations before adequate discovery has been completed. MORE
What is the difference between branding and positioning? Others get them confused, thinking positioning is branding and vice versa. Some think they are one and the same. I will never forget the presentation I made many years ago to the new ad agency tasked with branding the company I was working for in Europe. I [… MORE
Even the most obvious position is effective when it is executed consistently and repetitively in all marketing communications. Yet a compelling position stated once or twice on your website doesn’t move the needle in your effort to claim a position. PositioningIt should be the theme for everything you do in marketing. Due to lack of […]. MORE
When you stop … Continue reading → Innovation Learning goals ideas positivity strategic thinking strategyEvery product and service we have today was once an idea. Even the most basic creations did not exist before someone came up with an impression for a better outcome that would be useful in some way. MORE
Note to the reader: This was written to complement an AIPMM webcast series: Positioning simplified. The fast track to positioning success How much time will you spend debating what to say in your next marketing campaign or what your new position should be? Will you be confident it will resonate with your target audience? Does [… MORE
One of the most important goals of the positioning process I teach is to foster buy-in and consensus to the message strategy you create. PositioningYou can achieve buy-in and consensus by involving as many stakeholders as is practical throughout the process and getting management approval at the end. The best way to converge on the […]. MORE
Why do so many Business Intelligence (BI) software companies use “insights” as their position? Of the 19 BI companies evaluated in this 4th annual assessment, more than half (11) position around the notion of “insights.” There are two polar opposite explanations for what I call “me-too” positioning which means no differentiation. Either the BI companies […]. B to B Solutions MORE
The podcast host immediately pounces on my off-the-cuff assertion that you need to be ruthless when you do positioning. Messaging Positioning positioning effectively positioning ruthlesslyThat sounds very bloody,” says Kerry O’Shea Gorgone, host of the MarketingProfs podcast series “Marketing Smarts.” Kerry then quickly asks what I meant by being ruthless. Hear my response when the podcast goes live Wednesday at […]. MORE
As you can see in this perceptual map, Oracle and Microsoft have almost identical positions which were determined by evaluating websites of all the companies in Gartner’s SFA Magic Quadrant: Positioning [… If Gartner’s Magic Quadrant for Sales Force Automation (SFA) took into account marketing effectiveness, Microsoft and Oracle would get dinged for lack of differentiation. MORE
Effective product positioning comes in many forms. For more effective product positioning, your bold headings, titles, themes, and leading statements should be something that every buyer would agree with, and worded in a way that causes buyers to relive their biggest headaches. A short sentence explaining why each issue occurs enhances your credibility and offers the perfect setup to position your solution. MORE
I was facilitating a session on product positioning. The team was really nailing it, with a strong focus on customer problems. Then the session came to a crashing halt when the VP of Marketing said, “We need to incorporate the word ‘power.’ ’ Didn’t you notice how the president’s eyes really lit up every time you said ‘power’ yesterday?” ” I could feel the energy leave the room. MORE
Is there a disconnect between your marketing team and sales? Do sales team members love your presentations or do they complain about them? What about the leads you create? Do they jump all over them? I have been asking sales consultants for the last month whether they have ever worked with a B2B software company [… MORE
In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.— Finally it hit me: “Are you trying to figure out my positioning?” ” Upgrade positioning. MORE
Our product is very unique technically, but we’re having trouble positioning technical features in non-technical terms. The biggest mistake most people make when they try to position technical features is that they try to explain HOW they work. Positioning is 80% about WHO, WHAT & WHY. The post Positioning Technical Features to Sound Simple appeared first on Proficientz. In The Trenches Positioning & Sales Enablement MORE
This video illustrates why it is vital to properly position a product or service in the market. Spice Catalyst teaches how to go about doing product positioning in its Product Market Strategy and Positioning Workshops and online courses. MORE
Powerful product positioning usually boils down to the best story, which is not always the best product. Great positioning is centered on the aspirations of your target customers and why those aspirations are so important to their success. MORE
Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine October 2017 is now available. In this issue we discuss the value of listening as one of the most overlooked sales skills, and the value of business conversations. We also examine product usability and its impact on revenue, plus sales demo tips. Be sure to check out our brand new lineup of advanced training programs. MORE
Who defines product positioning? Product managers are responsible for the features of the product and its positioning in the marketplace. Product Management defines the positioning and Marcom delivers the positioning. Ask yourself: does it support the position? MORE
Positioning describes what your product does—while also describing how it is different than anything else on the market. To be effective, product leaders must profile each competitive offering for company and product positioning. MORE
The ad men’s challenge was positioning margarine against butter: do we position our margarine as premium, low-cost, middle of the road, or something else? And what other TV shows would make a good short-hand for personas and positioning? MORE
Fear that you will miss … Continue reading → Purpose Trust Communication creativity positivity productivityGuest post by Annabelle Smyth Many companies still hold tight to the old way of doing things. They put you in high-pressure situations and hope that you get all your work done out of fear. MORE
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I was running a positioning exercise with a team of product managers and VPs. ” Maybe that’s why so much of the positioning I see is industry gobbledygook : Marketers are trying to impress the leadership instead of the customer. See Positioning with Formulas. MORE
What happens when you aren’t using your position enough? By using it enough I mean consistently executing your position as the theme for all marketing communications. And repeating your position as much as possible in every marketing communication, and especially throughout your website. PositioningMany B2B software and technology marketers seem unaware of the critical role […]. MORE
Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves. So how does this model impact product positioning ? A product’s position is what it does and for whom. A positioning document contains the who and what. It turns positioning into messaging. Positioning is what we'll say; the messaging is how we'll say it. MORE
Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. What Positioning Isn’t. Stake out a Market Position. MORE
When considering how to communicate your value proposition, many firms try to reveal how they’re better ( slightly better) than the competitor—sometimes in really subtle but irrelevant ways. “We use 257-bit encryption—that is a whole bit better than our competitor.” MORE
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” Good sales positioning and discovery techniques can help you understand true buyer motivations so you don’t end up in the Nobody Zone. This stage is where your company messaging and solution positioning can fully engage buyers or push them away. MORE
Positioning Related Topics Proficientz – Product Management University
JANUARY 18, 2019
Powerful product positioning usually boils down to the best story, which is not always the best product. Great positioning is centered on the aspirations of your target customers and why those aspirations are so important to their success.
Proficientz – Product Management University
NOVEMBER 13, 2018
” Good sales positioning and discovery techniques can help you understand true buyer motivations so you don’t end up in the Nobody Zone. This stage is where your company messaging and solution positioning can fully engage buyers or push them away.
280 Group
FEBRUARY 5, 2018
In this video 280 Group CEO and Founder, Brian Lawley, is joined by Senior Consultant/Trainer, Tom Evans, who is a Product Management and Product Marketing expert.The topic is why good product positioning is so critical for your product and your messaging.
Proficientz – Product Management University
DECEMBER 6, 2018
Our product is very unique technically, but we’re having trouble positioning technical features in non-technical terms. The biggest mistake most people make when they try to position technical features is that they try to explain HOW they work. Positioning is 80% about WHO, WHAT & WHY. The post Positioning Technical Features to Sound Simple appeared first on Proficientz. In The Trenches Positioning & Sales Enablement
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positively impact sales and win rates Business application ? Monetizing the. data exhaust Top 10 industries with data. monetization opportunities Recognizing the commercial. value of data Customer data will no longer be relevant only to an organization’s marketing and financial. departments.
Spice Catalyst
FEBRUARY 17, 2017
This video illustrates why it is vital to properly position a product or service in the market. Spice Catalyst teaches how to go about doing product positioning in its Product Market Strategy and Positioning Workshops and online courses.
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Under10 Playbook
NOVEMBER 29, 2017
Positioning describes what your product does—while also describing how it is different than anything else on the market. To be effective, product leaders must profile each competitive offering for company and product positioning.
Pragmatic Marketing
MAY 31, 2018
June’s Box of the Month is positioning. Then you can create internal positioning documents for developing external messages that focus on each key buyer or persona. We’ll discuss the differences between branding and positioning , ways to strengthen positioning using product message maps , and why positioning should be done before gaining executive approval for a product or feature.
Under10 Playbook
NOVEMBER 2, 2016
Who defines product positioning? Product managers are responsible for the features of the product and its positioning in the marketplace. Product Management defines the positioning and Marcom delivers the positioning. Ask yourself: does it support the position?
Under10 Playbook
NOVEMBER 2, 2016
In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.— Finally it hit me: “Are you trying to figure out my positioning?” ” Upgrade positioning.
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uniquely position your application in the market and base your oferings on new. MONETIZING ANALYTICS FEATURES: Why Data Visualizations. Will Never Be Enough. Go beyond basic embedded dashboards to diferentiate your. application and maximize the value of embedded analytics.
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Pragmatic Marketing
JUNE 12, 2018
Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves. So how does this model impact product positioning ? A product’s position is what it does and for whom. A positioning document contains the who and what. It turns positioning into messaging. Positioning is what we'll say; the messaging is how we'll say it.
Pragmatic Marketing
JUNE 19, 2018
Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. What Positioning Isn’t. Stake out a Market Position.
Messages that Matter
APRIL 23, 2018
The podcast host immediately pounces on my off-the-cuff assertion that you need to be ruthless when you do positioning. Messaging Positioning positioning effectively positioning ruthlesslyThat sounds very bloody,” says Kerry O’Shea Gorgone, host of the MarketingProfs podcast series “Marketing Smarts.” Kerry then quickly asks what I meant by being ruthless. Hear my response when the podcast goes live Wednesday at […].
Lead on Purpose
MARCH 13, 2017
Fear that you will miss … Continue reading → Purpose Trust Communication creativity positivity productivityGuest post by Annabelle Smyth Many companies still hold tight to the old way of doing things. They put you in high-pressure situations and hope that you get all your work done out of fear.
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positive ROI,” writes Anne Moxie in a Nucleus Research. Updating your application’s dashboards and reporting features. may feel optional—until suddenly it’s not. Watch for these 5 signs. that you’re at risk for an analytics emergency. Early Indicators. Your Embedded.
Under10 Playbook
NOVEMBER 2, 2016
I was running a positioning exercise with a team of product managers and VPs. ” Maybe that’s why so much of the positioning I see is industry gobbledygook : Marketers are trying to impress the leadership instead of the customer. See Positioning with Formulas.
Under10 Playbook
NOVEMBER 2, 2016
The ad men’s challenge was positioning margarine against butter: do we position our margarine as premium, low-cost, middle of the road, or something else? And what other TV shows would make a good short-hand for personas and positioning?
Under10 Playbook
NOVEMBER 2, 2016
I was facilitating a session on product positioning. The team was really nailing it, with a strong focus on customer problems. Then the session came to a crashing halt when the VP of Marketing said, “We need to incorporate the word ‘power.’ ’ Didn’t you notice how the president’s eyes really lit up every time you said ‘power’ yesterday?” ” I could feel the energy leave the room.
Messages that Matter
NOVEMBER 9, 2017
One of the most important goals of the positioning process I teach is to foster buy-in and consensus to the message strategy you create. PositioningYou can achieve buy-in and consensus by involving as many stakeholders as is practical throughout the process and getting management approval at the end. The best way to converge on the […].
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position of either rejecting your users’ needs or ripping out. WHY “BUILD OR BUY?” IS THE WRONG QUESTION FOR ANALYTICS Introduction.1 When to Build Your Own Analytics. 2 When to Buy a Bolt-On Solution. 6 When to Take a Combined Approach. 9 About Logi Analytics.
Proficientz – Product Management University
JUNE 25, 2018
Effective product positioning comes in many forms. For more effective product positioning, your bold headings, titles, themes, and leading statements should be something that every buyer would agree with, and worded in a way that causes buyers to relive their biggest headaches. A short sentence explaining why each issue occurs enhances your credibility and offers the perfect setup to position your solution.
Messages that Matter
NOVEMBER 5, 2018
When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? There is often a debate about what positioning is, and what it is not. Confusing matters further, there are two proper usages of “positioning:” How your company is situated relative to its competitors; [… If you’re not sure, you’re not alone.
Messages that Matter
JANUARY 21, 2019
What is the difference between branding and positioning? Others get them confused, thinking positioning is branding and vice versa. Some think they are one and the same. I will never forget the presentation I made many years ago to the new ad agency tasked with branding the company I was working for in Europe. I […
Messages that Matter
JULY 24, 2017
Even the most obvious position is effective when it is executed consistently and repetitively in all marketing communications. Yet a compelling position stated once or twice on your website doesn’t move the needle in your effort to claim a position. PositioningIt should be the theme for everything you do in marketing. Due to lack of […].
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It also positively impacts the end. 2018 STATE OF. EMBEDDED. ANALYTICS. REPORT The Sixth Annual Review of Embedded. Analytics Trends and Tactics | 2018 LOGI ANALYTICS STATE OF EMBEDDED ANALYTICS REPORT TABLE OF. CONTENTS Foreword by Jen Underwood, Principal Consultant, Impact Analytix.1
Under10 Playbook
NOVEMBER 2, 2016
When considering how to communicate your value proposition, many firms try to reveal how they’re better ( slightly better) than the competitor—sometimes in really subtle but irrelevant ways. “We use 257-bit encryption—that is a whole bit better than our competitor.”
Messages that Matter
JANUARY 27, 2019
As you can see in this perceptual map, Oracle and Microsoft have almost identical positions which were determined by evaluating websites of all the companies in Gartner’s SFA Magic Quadrant: Positioning [… If Gartner’s Magic Quadrant for Sales Force Automation (SFA) took into account marketing effectiveness, Microsoft and Oracle would get dinged for lack of differentiation.
Messages that Matter
DECEMBER 13, 2018
Is there a disconnect between your marketing team and sales? Do sales team members love your presentations or do they complain about them? What about the leads you create? Do they jump all over them? I have been asking sales consultants for the last month whether they have ever worked with a B2B software company […
Messages that Matter
MAY 15, 2018
Why do so many Business Intelligence (BI) software companies use “insights” as their position? Of the 19 BI companies evaluated in this 4th annual assessment, more than half (11) position around the notion of “insights.” There are two polar opposite explanations for what I call “me-too” positioning which means no differentiation. Either the BI companies […]. B to B Solutions
Speaker: Richard Cheng, Associate Product Manager, Mark43
Mark43 is on a mission to bring public safety data management into the 21st century. To fix traditionally paper-heavy and error-prone processes, they needed a secure and easy-to-use product experience that simplified and unified crime data collection and management.
Dear Strategy
MAY 10, 2018
On this week’s episode, host Bob Caporale, President of the product management and product strategy training company Sequent Learning Networks , answers the following question: Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The post Dear Strategy: 049 Positioning Yourself in a Red Ocean appeared first on Dear Strategy Podcast.
Dear Strategy
MAY 10, 2018
Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The first is the term “Red Ocean” and the second is the term “positioning.” The term “positioning” was made famous by Al Ries and Jack Trout in their co-authored book Positioning: The Battle for Your Mind. The idea behind this concept is that every brand should hold some unique position in the collective minds of its customers.
Messages that Matter
FEBRUARY 23, 2018
Note to the reader: This was written to complement an AIPMM webcast series: Positioning simplified. The fast track to positioning success How much time will you spend debating what to say in your next marketing campaign or what your new position should be? Will you be confident it will resonate with your target audience? Does […
Proficientz – Product Management University
JANUARY 27, 2019
Product Management Playbook Positioning & Sales EnablementThere are many cases where salespeople are forced into giving presentations before adequate discovery has been completed.
Speaker: Ashley Carroll, Partner, Social Capital
If you're serious about making meaningful change to your product management decisions that translates to positive change to your shipped products, register today. In this session, we’ll look beyond revenue as the primary metric in product analytics.
Lead on Purpose
NOVEMBER 27, 2017
When you stop … Continue reading → Innovation Learning goals ideas positivity strategic thinking strategyEvery product and service we have today was once an idea. Even the most basic creations did not exist before someone came up with an impression for a better outcome that would be useful in some way.
Proficientz – Product Management University
DECEMBER 20, 2018
How do You Position Technical Features to Sound Simple? Blog Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine December 2018 is now available.
Proficientz – Product Management University
NOVEMBER 20, 2018
Sales, Positioning and the Nobody Zone. Blog Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine November 2018 is now available.
Proficientz – Product Management University
NOVEMBER 2, 2017
Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine October 2017 is now available. In this issue we discuss the value of listening as one of the most overlooked sales skills, and the value of business conversations. We also examine product usability and its impact on revenue, plus sales demo tips. Be sure to check out our brand new lineup of advanced training programs.
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To get the position right, you’ll need to do some research into the main user classes that make up your customer mix. In meetings, adjust the position of the dots. the feature positions in your Packaging Decision Framework, noting where on the value scale (x-axis) each feature falls.
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